Project Overview
GRAPHEK partnered with AAE to refresh their visual brand to align with their evolving needs. We spent time getting to know AAE to be able to refresh their visual brand in a way that felt modern and fresh while also reflecting the organization and its members. After listening to AAE’s painpoints and conducting extensive brand audit of existing materials, we provided a visual brand and messaging platform reflective of the current organization and community.
The American Association of Endodontists (AAE) serves as a global resource for knowledge, research, and education for the profession, its members, and the public. Endodontists are dental specialists dedicated to saving teeth. With advanced training and expertise, they use specialized techniques and technologies to diagnose tooth pain and perform root canal treatment. While all endodontists are dentists, fewer than three percent of dentists are endodontists.
After conversations with AAE about their members, history, and future brand aspirations, GRAPHEK conducted both qualitative and quantitative research—including In-Depth Interviews (IDIs) and a Brand Attributes Survey—to gather insights into stakeholder perceptions and expectations. These findings informed the development of a visual identity that reflects both the sophistication and approachability of AAE and its members. It was essential to retain the organization’s primary colors while expanding the palette with complementary secondary, supporting, and neutral tones to offer greater flexibility and depth.
To guide implementation, GRAPHEK also created sample collateral showcasing how the new graphic elements, typography, and color system could be applied across future communications and design materials.
The new graphic elements crafted by GRAPHEK included framing elements, graphic patterns, textured backgrounds, and custom assets—all inspired by key words identified by AAE as representative of their community, as well as by the natural shapes and textures found in teeth and endodontics. GRAPHEK also created a custom icon style, thoughtfully designed by incorporating components of these graphic elements to build a cohesive icon system and visual language that is uniquely AAE.
GRAPHEK created a refreshed and cohesive visual brand that balance professionalism, vibrance, and approachability that feels modern while still maintaining the brand recognition that AAE has.
